The use of the Internet and other digital technologies has significantly influenced the price but also the changes in all the other elements of the marketing mix. In this process dominates the acceptance of pricing dynamics, ie price discrimination, which enables businesses to fully individualize the price-fixing approach. This is particularly significant in service activities, where digital technologies have completely redefined the company's pricing policy. Consumers are aware that companies calculate different prices for the same products or services but there is a question of perceiving the inaccuracy of such prices. This paper determines the impact that dynamic pricing has on renting accommodation.